Search Intent: The Secret Weapon Most Dispensaries Miss

Most cannabis dispensaries target just one type of search, missing out on over 75% of potential traffic and sales. Understanding search intent could be your game-changer if you're pouring money into cannabis SEO but not seeing the results you want.

Search intent is the reason behind a customer's Google search. It's not just what they're searching for but why they're searching for it. Here's the reality many dispensary owners miss: Different customers search with different goals in mind.

Some are ready to buy now, while others are just beginning to research. If your website only caters to one type of search intent, you're leaving money on the table. Capturing every possible customer touchpoint isn't just smart—it's essential for growth.

Let's break down the four main types of search intent and how your dispensary can create winning content for each:

1. Transactional Intent: Ready Buyers

What it is: These are high-value searches from people ready to purchase immediately.

Example searches: "buy weed online" or "buy blue dream near me"

How to win these searches:

• Streamline your online ordering process (fewer clicks = more conversions)

• Create unique offer landing pages that drive immediate action

• Use clear, prominent call-to-action buttons throughout your site

• Highlight delivery/pickup options prominently

• Make menu navigation intuitive and fast

2. Commercial Intent: Comparison Shoppers

What it is: Searches from people comparing options before deciding.

Example searches: "best dispensaries in [city]" or "top indica strains for sleep"

How to win these searches:

• Build detailed product category pages that help customers compare options

• Highlight genuine customer reviews and testimonials (emphasize quality over quantity)

• Create "best of" or "top strains for X" listicle content

• Add comparison features to your website (THC/CBD percentages, effects, etc.)

• Include high-quality photos of your products and store

3. Informational Intent: Knowledge Hunters

What it is: Searches from people who want to learn something, not necessarily buy (yet).

Example searches: "benefits of CBD" or "how long do edibles last"

How to win these searches:

• Develop educational blog posts that genuinely help customers (not just sell to them)

• Create comprehensive guides and comparisons on cannabis topics

• Answer common questions through dedicated FAQ pages

• Use FAQ schema markup to earn featured snippets in Google potentially

• Focus on solving problems first, selling second

4. Navigational Intent: Location Seekers

What it is: Searches from people looking for a specific business location.

Example searches: "dispensary near me" or "cannabis delivery in [city]"

How to win these searches:

• Claim and fully optimize your Google Business Profile

• Create location-specific landing pages for each dispensary location

• Include accurate business hours, directions, and parking information

• Add "near me" keywords to page titles and meta descriptions

• Ensure your store locator is mobile-friendly (most "near me" searches happen on phones)

The most common mistake we see dispensaries make is focusing too heavily on just one type of search intent—usually navigational. This creates several problems:

1. Missed opportunities: You're invisible to customers who aren't ready to visit your store

2. Wasted ad budget: Your ads don't match what users want to know

3. Poor conversion rates: Content doesn't align with the customer's position in their journey

4. Loss to competitors: Other dispensaries capture the customer earlier in their research phase

Instead of this single-focused approach, successful dispensaries create a content ecosystem that addresses all four search intents, guiding customers naturally through their decision journey.

Ready to transform your dispensary's digital performance? Here's your action plan:

1. Audit your current content: Categorize your existing pages by search intent. Are there gaps?

2. Keyword research by intent: Use tools like SEMrush or Ahrefs to find keywords for each intent type

3. Prioritize your content calendar: Create a balanced publishing schedule that addresses all four intents

4. Optimize existing pages: Refine your current content to match its intended search type b

5. Track performance by intent: Set up analytics to measure how each content type performs

When dispensaries implement a search intent strategy, the results speak for themselves:

• Higher rankings: Pages optimized for specific intents tend to rank better for their target keywords

• More diverse traffic: Instead of relying on one traffic source, you capture customers at every stage

• Lower ad costs: Properly targeted content reduces your need for expensive paid placement

• Better conversion rates: When content matches intent, conversion rates naturally improve

• Increased customer loyalty: Educational content builds trust before the first purchase

While understanding search intent is powerful, forward-thinking dispensaries are already taking this concept further:

• Intent clusters: Building content hubs that address multiple related intents

• Voice search optimization: Structuring content to capture increasingly popular voice queries

• User journey mapping: Creating content pathways that guide users from informational to transactional intent

Your dispensary deserves content that works as hard as you do. By understanding and optimizing for all four search intent types, you'll capture more traffic, convert more customers, and build a more resilient business in an increasingly competitive industry.

Ready to dominate every search type and stop leaving money on the table? The first step is a comprehensive content audit focused on search intent. This will reveal exactly where your current strategy has gaps and opportunities.

This article is part of our Dispensary SEO education series. Looking for personalized guidance? Contact our cannabis SEO experts for a free strategy session on your market challenges.