Before cannabis became legal in California in 2016, I worked with a cannabis delivery company that wanted to grow their new customer list. What made this client even more special was that he was an all vegan and all organic cannabis delivery company. Well, he came to the right place.
Our goal for this client was to get a “new patient” every day for a month. This client gave us full access to their website, developers, customer data and inventory data as well. With all of this data we were able to put together a plan of attack to help improve local searches.
With full access to the company’s website, developers, and customer and inventory data, we meticulously analyzed every aspect of their online presence to identify opportunities for improvement. While basic SEO enhancements such as title tags and website content were essential, our focus extended beyond the surface to revamp the website navigation and enhance local search performance.
Recognizing the importance of aligning website navigation with user intent, we restructured the categories to reflect common search patterns in the cannabis industry. Instead of organizing products by “treatment,” we tailored the navigation to prioritize product categories such as flower, pre-rolls, and edibles—optimizing the site for Google and user-friendly searches.
A key component of our strategy involved the creation of dedicated local pages for each city and neighborhood targeted by the company. Understanding that users often search for specific products plus location identifiers, we crafted localized content that resonated with potential customers. Whether searching for “cannabis delivery in Santa Monica” or other neighborhoods, users encountered tailored pages that mirrored the homepage experience, facilitating seamless interaction and purchases.
Within three months of implementing our hyper-local SEO strategy, our cannabis client achieved remarkable success, surpassing the goal of acquiring a new patient every day for a month. The surge in demand was so unprecedented that the company found itself facing a welcome dilemma—having to turn away customers due to product shortages—a testament to the effectiveness of our collaborative efforts.
In conclusion, this case study exemplifies the transformative impact of a hyper-local approach to digital marketing in the cannabis industry. By leveraging data insights, optimizing website navigation, and crafting tailored local content, businesses can drive significant growth and establish a formidable presence in their target markets. As the cannabis landscape continues to evolve, embracing innovative strategies tailored to local preferences will be essential for sustained success and differentiation in the competitive marketplace.
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