What is Local SEO
The goal of any local SEO campaign is to increase the chances of being discovered online “in your backyard”. It’s about attracting customers or site visitors that are currently in your geographical location. Since dispensaries are all physical storefronts, local SEO should be at the heart of any winning SEO strategy. When customers search “dispensary near me” or “where can I buy edibles,” you want your dispensary to show up. But how?
Optimizing Google My Business
Claiming your dispensary’s Google My Business listing is the most important action you can take when optimizing for local search results. Creating a GMB listing provides customers with a quick and easy method for calling your store or clicking through to your website. This is also a prime location for photos, reviews and most importantly: your address!
Aside from providing customers with valuable information, your GMB listing can help your business stand out from the competition. It’s important to have a robust description and to make frequent updates to this listing to show Google that it is actively managed.
The Local Map Pack
Whenever you search for a local business on Google, you’ll find the map pack. The map pack shows the top 3 businesses matching a given location-based search query. The top 3 locations shown are often the closest businesses to the searched location. However, dispensaries that have a fully optimized GMB listing with lots of reviews and frequent posts (COVID-19 updates, store hour updates) have a better chance of appearing in the map pack compared to competition who does not stay on top of these things. Showing up in the map pack can provide massive lead generation for your dispensary.
Using Structured Data
Structured data is a piece of code that can be added to your website which provides search engines with more information about your dispensary. Structured data is important for local SEO as the information provided to Google can drastically improve your search rankings if done correctly.