Dominate Google for Your City: The SEO Strategy That Will Grow Your Cannabis Store

February 24, 2025

Imagine this—you own a cannabis dispensary in your city, stocked with top-quality products and offering incredible customer service. But there’s one problem: when potential customers search for “best dispensary near me” or “where to buy cannabis in [your city],” your store doesn’t show up at the top. Instead, competitors—some with worse products and service—are ranking above you and getting all the foot traffic.

In the cannabis industry, if you’re not ranking on Google, you’re missing out on a massive number of potential customers. Unlike other businesses that can run Google or social media ads, dispensaries face strict advertising restrictions. That means your best (and sometimes only) way to get in front of customers is through SEO—ranking high in search results and dominating Google Maps.

The good news? A well-executed SEO strategy can put your dispensary in front of thousands of local customers actively searching for cannabis. This blog will break down exactly how to dominate Google rankings in your city, beat your competitors, and drive more foot traffic and online orders. Let’s dive in.

How Google Decides Which Dispensaries Rank Higher

Google’s algorithm doesn’t rank dispensaries at random—it follows a set of key ranking factors. Understanding these factors is crucial if you want your dispensary to land in the Local 3-Pack (the top three Google Maps results) and high in organic search rankings.

Here’s what Google looks at when ranking dispensaries:

1. Relevance – Are You the Best Match for the Search?

Google wants to show the most relevant results to the user’s search query. If someone searches for “organic cannabis dispensary in [city],” Google will prioritize businesses that mention “organic cannabis” on their website and Google Business Profile.

✅ How to improve relevance:

Use local keywords throughout your website and Google Business Profile
Write detailed product descriptions and service pages
Answer common customer questions in your content

2. Proximity – How Close Are You to the Searcher?

Google prioritizes dispensaries physically close to the person searching, especially for “near me” searches. While you can’t move your store to be closer to customers, you can optimize your presence so Google sees you as the best local option.

✅ How to improve proximity signals:

Ensure your address is correct on Google Business and all listings
Get local citations (business directory listings that confirm your location)
Encourage customers near you to leave reviews

3. Prominence – How Trustworthy & Popular Is Your Dispensary?

Google rewards dispensaries that have a strong online presence. This includes good customer reviews, backlinks from reputable sites, and mentions across the web.

✅ How to improve prominence:

Earn positive Google reviews (and respond to them)
Get backlinks from cannabis industry sites and local directories
Be active on social media and local cannabis forums

By optimizing these factors, you can beat out the competition and secure a top-ranking position on Google.

Google Business Profile: The Foundation of Local SEO

Your Google Business Profile (GBP) is one of the most powerful tools for ranking locally. A well-optimized GBP makes it easier for customers to find you, visit your store, and leave reviews.

Here’s how to fully optimize your profile for maximum visibility:

1. Ensure NAP Consistency (Name, Address, Phone Number)

Your business details should be exactly the same across all online platforms—Google, Yelp, Weedmaps, and your website. Even small differences (like using “Street” vs. “St.”) can confuse Google and hurt your rankings.

✅ Pro Tip: Run your business through Moz Local or BrightLocal to check for inconsistencies.

2. Use High-Quality Photos & Videos

Google prioritizes listings with engaging visuals. Adding high-quality images of your storefront, products, and interior makes your dispensary more appealing to customers.

✅ What to upload:

Clear exterior & interior shots of your store
High-resolution product images
Short videos showcasing your dispensary experience

3. Add Special Offers & Updates

Google lets you post updates and promotions directly to your GBP. This can attract new customers and boost engagement signals (which help rankings).

✅ Post regularly about:

Limited-time offers (e.g., “20% off edibles this weekend”)
New product arrivals
Holiday specials & events

4. Collect & Respond to Customer Reviews

Reviews are a HUGE ranking factor. The more positive reviews you have, the higher you’ll rank. Plus, responding to reviews signals to Google that you’re an active, trustworthy business.

✅ How to get more reviews:

Ask happy customers in-store to leave a review
Include a QR code at checkout linking to your Google reviews page
Offer a small discount for customers who leave a review (if local laws allow)

A fully optimized Google Business Profile can be the difference between a customer choosing your dispensary or your competitor’s.

The Power of Local SEO & On-Site Optimization

Your website is the foundation of your dispensary’s SEO success. Even if you have a fully optimized Google Business Profile, your rankings won’t reach their full potential without a strong website. Let’s break down the on-site optimizations that will help you dominate local search results.

1. Keyword Research for Dispensaries: Finding the Right City-Based Search Terms

The key to local SEO is targeting search terms people in your city actually use when looking for cannabis.

✅ Best types of local keywords for dispensaries:

“Best dispensary in [City]”
“Where to buy cannabis in [City]”
“Weed delivery near me”
“Recreational dispensary in [City]”
“CBD products in [City]”

Pro Tip: Use free tools like Google’s Keyword Planner or paid tools like SEMrush and Ahrefs to find high-volume, low-competition keywords.

2. Creating Location-Optimized Pages (City Pages & Service Areas)

Having a dedicated location page for your dispensary makes it clear to Google where you’re located and who you serve.

✅ What to include on your city page:

City-specific keywords (e.g., “Best dispensary in Toronto”)
Your address, phone number, and service hours
Google Maps embed with your location pinned
Customer testimonials from locals
Driving directions from key areas in your city

If you serve multiple areas, create individual pages for each one. For example:

/dispensary-toronto/
/dispensary-newyork/
/weed-delivery-sanfrancisco/

3. Technical SEO: Site Speed, Mobile Optimization, & Structured Data

Technical SEO helps Google crawl and rank your website efficiently.

✅ Key technical SEO optimizations:

Mobile-friendly design (Most dispensary searches happen on mobile)
Fast page speed (Compress images, use caching, and optimize code)
Secure site (HTTPS) (Google favors secure websites)
Schema Markup (Use structured data to enhance your search appearance)

Check your website performance using Google PageSpeed Insights and Google Search Console.

4. Internal Linking Strategies to Boost Local Rankings

Linking between your pages helps Google understand your site’s structure.

✅ How to use internal linking effectively:

Link from your homepage to your city-specific pages
Connect blog posts to relevant product or service pages
Use keyword-rich anchor text like “best dispensary in [City]” instead of generic phrases like “click here”

The goal? Create a well-structured website that signals to Google you’re the top dispensary in your city.

Backlinks & Citations: The Secret Sauce for Higher Rankings

Backlinks and citations are essential for ranking above your competitors. Google sees them as “votes of confidence” from other websites, which boosts your authority.

1. What Are Backlinks & Why Do They Matter?

Backlinks are links from other websites to yours. The more high-quality backlinks you have, the more trustworthy Google sees your dispensary.

✅ Examples of good backlinks:

Cannabis industry blogs
Local news sites
Business directories
Community event websites

Avoid spammy backlinks from random, unrelated websites—Google penalizes them.

2. How to Get High-Quality Links from Cannabis-Friendly Sites

Since cannabis is a restricted industry, getting backlinks can be tricky. Here’s how to do it:

✅ Proven link-building strategies:

Get featured in local cannabis blogs & news articles
Partner with local influencers for product reviews
Submit your site to cannabis-friendly directories like Weedmaps & Leafly
Sponsor local events or charities and get a link from their site

3. Local Citations: Adding Your Dispensary to Directories & Listings

A citation is any mention of your business name, address, and phone number (NAP) on the web. Consistent citations help you rank higher in Google Maps.

✅ Top directories to list your dispensary:

Google Business Profile (most important)
Yelp
Weedmaps
Leafly
Bing Places
Facebook Business Page

4. The Right Way to Earn Backlinks Without Getting Penalized

Backlinks should be earned naturally—Google will penalize sites that buy links.

✅ Best practices for earning backlinks:

Guest posting on cannabis industry sites
Getting local press coverage (e.g., “Top 5 Dispensaries in [City]”)
Collaborating with cannabis influencers
Publishing high-quality, shareable content

With a strong backlink and citation strategy, your dispensary will build credibility and rank higher in search results.

Content Marketing: How Blogs & Guides Help You Rank

If you want to outrank your competition, blogging is key. Content marketing drives organic traffic, builds authority, and attracts customers.

1. The Role of Blogging & Educational Content in SEO

Google favors websites that provide value. A blog filled with helpful, locally relevant content tells Google that your dispensary is an authority in your area.

✅ SEO benefits of blogging:

More opportunities to rank for keywords
Builds trust & credibility with potential customers
Generates natural backlinks when people share your content

2. Creating City-Focused Cannabis Guides to Attract Local Customers

Location-specific content helps you rank in your city.

✅ Blog ideas for dispensaries:

“Where to Buy Cannabis in [City]: A Local’s Guide”
“Top 5 Cannabis Strains for [City]’s Weather”
“A Beginner’s Guide to Buying Weed in [City]”

3. Strain Reviews, Industry News & FAQ Pages That Drive Organic Traffic

People search for cannabis strain reviews and industry news all the time. By publishing this type of content, you attract new customers through Google.

✅ Content ideas:

“Sativa vs. Indica: What’s Best for [City] Customers?”
“New Cannabis Laws in [Province] – What You Need to Know”
“How to Store Weed to Keep It Fresh”

A strong content strategy will bring consistent traffic to your dispensary’s website.

Advanced Strategies: Google Maps & Local Pack Domination

Want to own the top spot on Google Maps? These advanced strategies will help you outrank competitors and dominate local search results.

1. How to Rank Higher on Google Maps (Local 3-Pack Strategy)

Google’s Local 3-Pack is the holy grail for dispensaries—it’s the top 3 results that appear when someone searches for a dispensary near them.

✅ How to get into the Local 3-Pack:

Fully optimize your Google Business Profile
Earn more positive customer reviews
Get high-quality local backlinks

2. Getting More Engagement Signals (Calls, Directions, Website Clicks)

Google tracks how often people engage with your listing. The more interactions, the higher you rank.

✅ Ways to increase engagement:

Encourage customers to call your store
Add a “Get Directions” button on your website
Post weekly updates & offers on GBP

3. The Role of Geo-Tagged Photos & Customer Check-Ins

Google prioritizes listings with real customer engagement.

✅ How to optimize with geo-tagged content:

Get customers to post Google Reviews with photos
Upload photos with location data
Encourage customers to check in & tag your dispensary

Case Study: How One Dispensary Increased Sales by 35% Using SEO

Challenge: Breaking Through the Competition

Cannabuds, a dispensary located in Scarborough, faced a major challenge: standing out in an increasingly competitive cannabis market. With new dispensaries opening regularly, Cannabuds struggled to attract enough local customers and grow their sales.

Solution: A Custom SEO Strategy

Prosper Media developed a targeted SEO and local marketing strategy to boost Cannabuds’ online visibility and attract more foot traffic. Our approach included:

Optimizing Google Business Profile: We enhanced their Google Business listing with keyword-rich descriptions, high-quality images, and consistent updates.
Local SEO Enhancement: We focused on geo-targeted keywords and built local citations to improve search rankings.
Backlink Strategy: We secured high-quality backlinks from reputable cannabis-related sites to boost domain authority.
Content Marketing: Regularly publishing relevant, keyword-optimized blog posts to increase organic traffic.

Results: A 35% Sales Increase in Just a Few Months

The impact of our SEO strategy was immediate and powerful:

35% increase in monthly sales
Significant boost in online visibility
Higher Google rankings for targeted keywords

By leveraging the right SEO tactics, Cannabuds successfully increased foot traffic, strengthened their brand presence, and outpaced competitors in the local market.

How to Measure Your SEO Success & Track Growth

Implementing an SEO strategy is just the first step—tracking your performance is essential to ensure long-term success. Here’s how to measure your SEO effectiveness and optimize for continued growth.

1. Google Analytics & Search Console

Track Organic Traffic: Use Google Analytics to monitor how many visitors come to your site through organic search.
Analyze User Behavior: Check metrics like bounce rate, session duration, and pages per visit to understand user engagement.
Monitor Search Performance: Google Search Console provides data on keyword rankings, impressions, and click-through rates.

2. Keyword Rankings & Traffic Growth

Use tools like Ahrefs, SEMrush, or Moz to track keyword positions.
Identify which pages are driving the most traffic and optimize them further.
Monitor search trends and adjust your keyword strategy accordingly.

3. Adjust Your Strategy Based on Data

If a keyword ranking drops, assess your competition and update your content.
Improve underperforming pages by optimizing meta descriptions, headings, and internal links.
Expand content based on trending industry topics to capture new search queries.

Final Thoughts: Why SEO is the Key to Long-Term Dispensary Growth

SEO is not just a short-term marketing tactic—it’s a long-term investment that drives sustainable growth for dispensaries. Unlike paid ads, which stop generating traffic once the budget runs out, SEO continuously brings in organic customers, increasing sales month after month.

At Prosper Media, we’ve seen firsthand how the right SEO strategy can transform a dispensary’s business. One of our clients increased their sales by 35% and added thousands of monthly transactions simply by optimizing their website, backlinks, and Google Business profile.

Ready to Grow Your Dispensary?

We’re here to help. Whether you need a custom SEO strategy, a backlink analysis, or a Google Business optimization, Prosper Media has the expertise to help your dispensary dominate Google.

📩 Reach out to us today or check out our YouTube Video for more insights. Let’s build an SEO strategy that drives real results and helps your dispensary thrive!

Don’t wait for customers to find you—let’s make sure they can’t miss you. 🚀