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This is Part 3 of Cannabiz Media’s Guide to SEO for Cannabis Businesses and Cannabis-Related Businesses. Follow the links to read Part 1 – Introduction and Part 2 – On-Site SEO, Part 4 – Off-Site SEO, and Part 5 – SEO Mistakes.
On-page search engine optimization (SEO) refers to all of the steps you can take to optimize individual pages on your website so those pages are more likely to rank high in relevant search results, particularly on Google – the most popular search engine.
For cannabis businesses and cannabis-related businesses, just like businesses in most other industries, on-page SEO focuses on two primary areas: page content quality and on-page technical SEO.
The most important thing to remember as you work to improve your site’s SEO to boost search traffic is that Google wants to quickly identify the purpose of every page it indexes. The easier you can make it for Google to figure out what each of the pages on your website are about, the better.
The goal is to be as straightforward and clear as possible, and following SEO best practices based on Google’s 200 search ranking factors can help.
As mentioned above, Google’s on-page SEO ranking factors typically relate to your cannabis or ancillary business website’s content quality combined with technical configurations that provide signals to Google about your page’s purpose.
Google bases its ranking of web pages using a simple algorithm that determines each web page’s quality. High quality pages have a clear purpose and achieve it by showing Google they have three characteristics: expertise, authority, and trustworthiness. Together, these three characteristics create Google’s E-A-T acronym.
In other words, low quality pages may have had purposes one that visitors would benefit from, but the pages don’t achieve their purpose based on E-A-T. Google’s ranking factors reward pages that have all three E-A-T characteristics.
With that said, on-page SEO ranking factors prioritize quality and technical signals that you can use to help Google see your page as one that has all three E-A-T characteristics.
Some of the on-page ranking factors that cannabis businesses and cannabis-related businesses should prioritize to rank higher in Google search results and improve search traffic to their websites are included in the list below.
Note that these ranking factors are not in a specific order. Also, it’s important to clarify that on most websites, blog posts are published as individual pages. That means blog posts are web pages that should be optimized just like any other pages on your website. In fact, blog posts are often the most powerful source of search traffic for websites.
While this isn’t an exhaustive list of on-page Google ranking factors, it does include some of the most important and some that are fairly easy to implement immediately on your website.
Google looks for natural content, which means you need to use your keywords and SEO techniques in a natural way. Following are 10 questions to ask yourself when trying to improve your on-page SEO. If you can answer yes to each of these questions, then you’re on your way to higher Google rankings for your cannabis business or cannabis-related business website.
Bottom-line, create pages that are expert, authoritative, and trustworthy (E-A-T). Google doesn’t like thin content. Its algorithm is built to reward pages with purpose that are both high quality and useful. If you want your website’s pages to rank in Google searches, then you need to build and create them with those factors in mind.
Every page of your cannabis business or ancillary business website is an entry point for Google to find it and display it in relevant search results. It’s up to you to make sure Google can find your pages, understand what they’re about, and detect that they’re useful and high quality.
Stay tuned to the Cannabiz Media blog for Part 4 of the 5-part Guide to SEO for Cannabis Businesses and Cannabis-Related Businesses series, which will discuss off-site SEO and linking!