Note: This article was originally published on LinkedIn and can be accessed via this link.

If you’re looking for an organic way to boost your online traffic at low to no cost, it’s time for SEO (search engine optimization). Any business can leverage SEO to reach the top of search engine results and get more clicks, customers, and revenue. It takes time to build organic traffic growth, but a consistent, effective approach is step 1.

Let’s start with the reality: most visitors don’t scroll past the first page of Google to find search results. Traffic drops a dramatic 95% between search engine results page (SERP) one and two. Google’s advanced algorithm has 200+ ranking signals that determine search, and they are frequently undergoing updates.

Search engine optimization takes time, but it can be a marketing goldmine if you follow the right guidance. Here’s how to get on the first page:

1. Use strategic keywords.

2. Optimize your site for mobile.

3. Limit or redirect duplicate web content.

4. Include internal links and backlinks.

5. Use local SEO business listings.

1. Use strategic keywords

Dispensary SEO searches feature internet users looking for a “dispensary near me,” a specific strain like “GMO Cookies,” a product type like “cannabis seltzers,” or a brand like “Golden Harvest.” Since the customers’ purchase intent is already high in these examples, ranking for relevant keywords is vital to your dispensary's SEO approach. How do you know which keywords to use?

There are a few different ways to discover high-ranking cannabis search terms. Here are some resources for inspiration:

• Your dispensary POS (point-of-sale) system. The inventory includes strain and product names that can help. Look for popular brands and your most well-known brands. Select these terms as keywords.
• Tools like SEMRush, MOZ, & Google Keyword Planner. These sources can help you find keywords with the most clicks and historical searches. Target your local audience by cross-referencing your location while using these resources to get more advanced.
• Your competitors’ ranked words and phrases. Are there other popular dispensaries in your town? Review their website for keywords in their headlines. If they’re relevant to your site as well, test them out.

Where should you place the keywords?

Google will rank you lower if you overfill your site with keywords, so use them sparingly. Most SEO pros recommend only using 1-3% of your total word count, including synonyms of the original and long-tail keywords. Here are the proven best places to position your keywords for optimal ranking:

• Your H tags. In on-page SEO, your headlines (Hs) follow a tiered system (H1, H2, H3). For example, your H1 is the title of your website or content. After your page gets coded, search engines crawl this header section first, so it should highlight your top keyword. Next, your H2 is your subheading, so it’s another good place to put a keyword. Your website’s FAQs are always your H2s and can be great for authority ranking. Your H3s are less important to Google, but they determine a more niche subtopic under a main content topic. H3s can be an organic place to fit a long-tail keyword.
• Your metadata, title tags, & alt-text. When users search and land on a SERP, metadata or meta descriptions are the text that summarizes each link under the page title (title tag). They used to be a direct SEO ranking factor, but now they can enhance your CTR (click-through rate) instead. Your title tags should be 55-60 characters, and your metadata should be around 160-175. Now, the alt-text is the focus of search engines–so pop a keyword here. Image alt-text helps search engines and visually-impaired users understand the picture.
• Your URL. The address to your webpage, known as your URL, also needs keywords. SEMRush explains how to create an optimal URL for Google to crawl. In “SEO Basics: The Ultimate Guide to SEO for Beginners,” they recommend the following: “As a general rule of thumb, URLs: Should be descriptive and include the page’s primary keyword, use hyphens rather than underscores between words, use lower-case rather than mixing in capital letters, be as short as possible while still describing the content of the page.”

2. Optimize your site for mobile

Since Google is the leading search engine and it uses mobile-first indexing, that means that Google considers the mobile version of your site to be the primary version. In "Why Your Website Needs to be Google Mobile Friendly," Business News Daily shares, “your website needs to be mobile-friendly since more than half of all global web traffic comes from mobile devices.” They also clarify that Google looks explicitly for mobile page load speed, “which is significant since 94% of organic search traffic comes from Google.”

The “over half” figure is even higher for local searches, which is usually how consumers search for dispensaries. You don’t need to stress! Google’s easy-to-use tool can help you determine your site’s speed and identify problem areas. One way to quickly correct load speed is by compressing your designs or graphics using another free tool like Tiny PNG. While you’re at it, evaluating the load time on your desktop and e-commerce sites is also wise.

3. Limit or redirect duplicate web content

Google prefers original content, so your rankings can suffer if your site repeats images, copy, URL, or content verbatim.

If you audit your website and find a duplicate URL, it requires a technical fix. You should use a 301 (permanent) redirect to route your old or repeated URL to the current one. Copy and design duplicates are easier to fix; simply replace the image or rewrite the copy with a fresh, SEO-friendly perspective.

4. Include internal links and backlinks

Using anchor text like this in a blog to direct users to relevant pages on your site means they’ll often stay on your site longer and reduce your bounce rate. Internal links also help search engines understand the structure of your website. Dispense’s “An Advanced Guide to Dispensary SEO” explains:

“Let’s say you hyperlink from a blog post to a page about concentrates using “concentrates” as the clickable anchor text. This SEO tactic helps the search engines understand that the page being linked to is about concentrates, which can help that page rank better.”

It’s pretty straightforward once you get a grasp on it. If you have a blog written about your budtenders’ top 10 favorite dabs, you can internally link your e-commerce menu so the reader can easily find the concentrates you offer and shop. (This tactic complies with MI regulations but not OH).

Internal links are links that route within your site, and backlinks link to your website from outside resources. Backlinks are challenging to earn because Google interprets them as another company or brand backing you. But for that same reason, they can help you rank higher. Don’t be afraid to contact brands or related websites for a backlink.

HARO is a platform that can help you gain high-quality backlinks with proper search authority. It connects journalists with business owners and marketers every week, looking for companies to feature.

5. Use local SEO business listings.

With harsh restrictions on traditional types of advertising, cannabis businesses can benefit from local SEO. Local SEO is hyper-focused on gaining local search results, ideal for state-specific industries like cannabis. Optimizing your Google Business Profile listing is a primary way to boost your local SEO.

Deeproots.io explains how to manage your presence across Google with this free tool, including Google Search and Google Maps: “Make sure you have accurate and complete information, including your business name, address, phone number, and hours of operation. You can also add photos and descriptions of your products and services, respond to customer reviews, and post updates about your business.”

The more information you provide Google on your profile, the more it will favor your business and help your searchability. Plus, not only will you improve your online traffic, but Google Business Profile can help your in-store traffic too!

With these steps, you’re well on your way to front-page dispensary search rankings. If you need help with retention marketing, reach out to Spendr. We provide tap-and-go payments to streamline your operations, rewards to incentivize users, and retention marketing to keep them coming back.

For more information on how Spendr can help your dispensary grow, reach out to hello@spendr.com or click here.

Disclaimer: This article is intended for informational purposes only and should not be considered legal advice. Consult your state's up-to-date regulations for more.