Standard Operating Procedures For Cannabis Focused SEO campaigns
Objective
The objective of this SOP is to outline the key steps for implementing an effective SEO strategy for businesses in the cannabis industry. This SOP aims to help businesses improve their online visibility, drive traffic, and increase revenue through SEO practices tailored to the unique challenges and opportunities in the cannabis niche.
Key Steps
- Understand Business Goals:
- Engage in conversations with the business owner to understand their objectives, how they define success, and what specific outcomes they are looking to achieve through SEO.
- Keyword Research and Content Strategy:
- Conduct keyword research to identify relevant terms and phrases.
- Develop a content strategy that aligns with the business goals and focuses on educational content, product information, and local SEO for dispensaries.
- Technical SEO Audit:
- Ensure the website is SEO-friendly by checking for technical issues like URL structure, meta descriptions, schema data, and mobile responsiveness.
- Address any technical SEO issues, such as URL changes, meta title updates, and schema data implementation.
- Local SEO Optimization:
- Focus on local SEO for dispensaries by optimizing Google My Business listings, local citations, and location-based keywords.
- Implement strategies to drive foot traffic to physical stores, including local search optimization and geo-targeted content.
- Conversion Rate Optimization:
- Enhance conversion rate optimization by optimizing landing pages, product pages, and calls to action.
- Implement strategies to improve user experience, navigation, and ease of purchase on the website.
- Forecasting and Reporting:
- Use forecasting tools like SERP to provide clients with estimated traffic, conversions, and revenue projections.
- Regularly report on key performance indicators, track progress, and adjust strategies based on data and feedback.
- Continuous Communication:
- Maintain open communication with the business owner to ensure alignment with business objectives and adapt strategies based on evolving goals.
- Regularly revisit and refine the SEO strategy based on feedback, performance data, and changing market dynamics.
Cautionary Notes about Cannabis SEO
- Avoid launching custom websites without involving an SEO professional throughout the process to prevent technical SEO issues and ensure a smooth transition.
- Do not overlook the importance of involving an SEO expert in discussions about business goals, unique selling propositions, and success metrics to align SEO strategies with business objectives.
Tips for Efficiency
- Prioritize understanding the business owner’s goals and defining success criteria to tailor the SEO strategy accordingly.
- Conduct thorough keyword research, focus on local SEO optimization, and prioritize conversion rate optimization to drive tangible results for the business.
- Regularly communicate with the business owner, provide detailed reports, and adjust strategies based on performance data to ensure continuous improvement in SEO efforts.