The Dispensary Local SEO Playbook for 2024

In the ever-evolving landscape of cannabis retail, your dispensary's online presence isn't just a digital storefront—it's the cornerstone of your customer acquisition strategy. As we dive into 2024, the game's rules have shifted, and cannabis retailers use local dispensary SEO strategies to lead their local market. 

But here's the kicker: most dispensaries are still playing catch-up, leaving a golden opportunity for those ready to step up their game.

Before we get into the nitty-gritty, let's define dispensary SEO. At its core, it's about making your dispensary the go-to choice when potential customers in your area are searching for cannabis products. But it's not just about throwing keywords on a page and hoping for the best.

How Does Dispensary SEO Work?

Consider dispensary SEO as your digital budtender—always ready to guide potential customers straight to your door. It works by optimizing your online presence to show up for both branded searches (like "elevated greens dispensary") and non-branded queries ("best edibles in denver"). The goal? To be the first name that pops up when someone in your neighborhood decides it's time to purchase.

In a world where "near me" searches have exploded, showing up for essential cannabis-related search terms like "dispensary near me" or "sativa strains in [your city]" is crucial. It's not just about being seen—it's about being seen first.

Despite the rise of online ordering, many cannabis consumers still prefer the in-store experience. Strong local SEO puts your dispensary on the map—literally—driving foot traffic through your doors. And for those who prefer to browse and buy from the comfort of their couch, solid local SEO ensures your online menu is just a click away, potentially increasing your online order volume.

It's time to roll up our sleeves and get into the actionable stuff. This checklist is your roadmap to SEO success in 2024.

On-Page SEO Checklist

Title Tags (Meta Titles)

Your title tag is prime real estate. Make it count; keep the length between 50 and 60 characters to avoid truncation in search results. Include your primary keyword (e.g., "premium cannabis dispensary in [city]"). For product pages, be specific (e.g., "buy blue dream | [your dispensary] in [city]").

Meta Descriptions

Think of meta descriptions as your 120 to 160-character elevator pitch. Include a clear call to action and mention key offerings or unique selling points. Optimize for both mobile and desktop displays—because in 2024, if you're not mobile-first, you'll be last.

Headers (H1, H2, H3…)

Structure your content like a well-merchandised dispensary. Use one H1 per page that clearly states the page's purpose, and break down content with H2s and H3s for easy scanning. Include relevant keywords naturally in your headings, but don't force it. We recommend identifying a target, primary keyword, and several secondary keywords you can naturally incorporate in your headers throughout the content.

We expanded upon our content mapping approach when we identified the 7 SEO pages every dispensary website needs, which dives deeper into topics like site structure, page structure, and building topical authority.

Internal Linking

Guide your visitors (and search engines) through your site with internal linking. Link related products and categories, and use descriptive anchor text. "Explore our indica strains" beats "Click here" any day of the week.

Image Optimization

Make sure to consider your visuals. Use descriptive, keyword-rich alt text and compress images to keep load times snappy. Slow sites are a buzzkill, and in the world of cannabis e-commerce, you can't afford to kill anyone's buzz.

Structured Data (Schema)

Implement structured data to help search engines understand your content. It's like giving Google a cheat sheet for your website. Use the LocalBusiness schema for your dispensary to highlight crucial information like your address, hours, and contact details. 

Product schema is your best friend for your products. Include price, availability, and ratings to make your listings pop in search results. The difference between a basic menu and one with all the juicy details makes mouths water. In 2024, you're leaving money on the table if you're not using structured data. And in this industry, every edge counts.

Off-Page SEO Checklist

Backlink Profile

Regarding backlinks, quality over quantity is the name of the game. Regularly audit your backlinks using tools like Ahrefs or SEMrush, and don't be afraid to disavow any sketchy links that might be holding you back. It's like pruning your plants—sometimes, you gotta cut away the weak stuff to help the strong stuff thrive.

Link Building Strategy

Grow your authority like you'd grow a premium strain. Partner with local cannabis influencers or bloggers for guest posts. Get featured in local business directories and cannabis industry publications. And remember, in the world of cannabis SEO, a link from a reputable industry source is worth its weight in the top-shelf bud.

Social Signals

Social media isn't just for memes (though that helps). Maintain active profiles on platforms where your customers hang out. Share your latest blog posts, promotions, and behind-the-scenes content to drive engagement and traffic. Think of it as digital word-of-mouth—and in this industry, word travels fast.

Pagespeed Insights

Technical SEO Checklist

Page Speed Optimization

In 2024, slow is a no-go. Aim for load times under 3 seconds on both mobile and desktop. Use Google PageSpeed Insights to identify and fix speed issues. Remember, every second counts when a potential customer decides where to purchase.

Mobile Optimization

Most of your customers are probably browsing on their phones, so ensure your site is fully responsive with easy-to-tap buttons and menus. Test your mobile experience using Google's Lighthouse product. If your site isn't mobile-friendly in 2024, you might as well be selling from a payphone.

Secure HTTPS

Security isn't just for your physical store. Implement SSL certificates across your entire site and redirect all HTTP traffic to HTTPS to avoid any security warnings. In an industry that's still fighting stigma, trust is everything—don't let a "Not Secure" warning be the reason you lose a customer.

Sitemap and Robots.txt

Guide search engines through your digital dispensary with a well-structured sitemap and robots.txt file. Submit an updated XML sitemap to Google Search Console and use your robots.txt file to direct crawlers away from private or duplicate content. Think of it as giving Google a VIP tour of your site.

Canonical Tags

In the world of cannabis SEO, duplicate content is about as welcome as seeds in your grinder. Use canonical tags to indicate your preferred version of a page, especially for product variations. 

Think of it as telling search engines, "Hey, this is the OG strain—don't bother with those copycat pages." This is particularly crucial if you have multiple pages for the same product (like different sizes or potencies). 

By using canonical tags, you're ensuring that your SEO juice isn't diluted across multiple pages. It's like focusing all your grow lights on your prize plants instead of spreading them thinly across the whole crop.

Local Citations Checklist

Consistent NAP (Name, Address, Phone Number)

Your Name, Address, and Phone number should be as consistent as your top-shelf quality. Audit and optimize your dispensary's Google Business Profile, Yelp, Weedmaps, and other directories and profiles. Fix any discrepancies immediately—even small differences can confuse search engines, and confused search engines don't send customers your way.

Claim & Optimize Local Listings

Own your online presence by claiming your business on all relevant platforms, including industry-specific sites like Leafly and Weedmaps. Fill out every possible field, including business hours, product menus, and high-quality photos. The more complete your listings, the more confident customers will feel choosing your dispensary.

Local Directories

Don't sleep on local directories—they're still valuable for local SEO, especially in the cannabis industry. Get listed on cannabis-specific directories like CannaPages. 

These aren't just digital Yellow Pages; they're targeted platforms where your ideal customers are actively searching. And don't forget about general local business directories. The more places your dispensary shows up, the more chances you have of catching a potential customer's eye. 

It's like planting seeds all over town—you never know which will sprout into your next loyal customer.

Reviews Checklist

Review Acquisition

Social proof is the new word-of-mouth. Implement a system to encourage reviews after purchases. Consider using QR codes in-store that link directly to your Google review page. Make it easy for happy customers to spread the love—because in this industry, a five-star review is worth its weight in, well, you know.

Respond to Reviews

Engagement is key when it comes to reviews. Set a goal to respond to all reviews within 24-48 hours. Address negative reviews professionally and offer solutions when possible. Remember, how you handle criticism says as much about your business as the praise you receive.

Monitor Review Frequency

What gets measured gets managed. Monitor your average rating and review volume monthly. Use review insights to improve your products and services. Think of it as a never-ending quality control process—because standing still means falling behind in this industry.

Customized SEO Services for Dispensaries

As a leading Dispensary SEO Agency, we're not just about following the playbook—we're about writing it. We develop custom strategies based on your location, competition, and target audience.

Our approach adapts to the ever-changing local search landscape because in cannabis SEO, what worked yesterday might not work tomorrow. Don't let common dispensary SEO mistakes cost you customers.

Comprehensive Audits

We perform a free, 30-point, deep-dive audit across all SEO aspects: on-page, off-page, and technical. We identify quick wins and long-term opportunities specific to your dispensary. Knowing where you stand is the first step to knowing where you're going.

Ongoing Optimization

SEO isn't a "set it and forget it" deal. We continuously refine your strategy based on performance data and how we do relative to core dispensary SEO KPIs. Stay ahead of algorithm updates and industry trends to maintain your competitive edge. You're falling behind if you're not moving forward in this industry.

Elevate Your Dispensary's Local Presence

In 2024, local SEO isn't just another marketing tactic—it's the lifeline of your dispensary's growth. By implementing this playbook, you're not just improving your search rankings; you're connecting with more customers, driving more sales, and establishing your dispensary as the go-to spot in your area.

Remember, the cannabis industry moves fast, and so does SEO. What works today might need tweaking tomorrow. That's why partnering with experts who eat, sleep, and breathe cannabis SEO can be your secret weapon.

Ready to enhance your dispensary's local presence? Let's chat. At Cannabis Marketing Agency, we're committed to turning SEO strategies into real-world results for dispensaries like yours.

Don't let your competition smoke you out of the search results—reach out today, and let's corner your local cannabis market.