We elevated our dispensary client’s visibility and differentiation through luxury-focused content, optimized local SEO, updated Google profiles, and strategic, compliant educational content to drive engagement.
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SEO Lead - Jess N
Client Overview
Our client, a newcomer to the cannabis dispensary industry, recently launched three luxurious retail locations across the Greater Toronto Area. With a focus on creating a high-end, immersive customer experience, they invested heavily in crafting sophisticated interiors that elevate the retail atmosphere, setting themselves apart from conventional dispensaries. These upscale settings are designed to resonate with discerning customers, blending the allure of a luxury shopping experience with a welcoming space for cannabis enthusiasts.
Our collaboration involved delivering comprehensive marketing support alongside their existing team, specifically in areas that would enhance their brand visibility and appeal. Leveraging our deep understanding of the cannabis industry, we executed a Google 360 tour, professional photography, video content creation, and targeted local SEO, aligning with the client’s vision of exclusivity and quality. They’d previously faced challenges with other marketing agencies unfamiliar with cannabis restrictions; we were uniquely positioned to bridge this gap, offering tailored strategies that navigated the complexities of online cannabis marketing.
Our team’s fresh, industry-informed approach provided the client with new imagery, positioning them to capture their target audience while distinguishing their brand within a crowded market. By focusing on impactful visuals and local SEO optimizations, we ensured their brand presence reached new heights, maximizing visibility in an industry with strict advertising limitations.
Challenge & Solution
The Challenges:
Market Saturation: In a highly competitive cannabis landscape, our client faced intense market saturation, with up to 15-20 dispensaries operating within a single kilometer. This heavy concentration, compounded by the presence of grey-market businesses, made it challenging for their luxury brand to stand out and attract customers effectively.
Ineffective SEO Strategies: Previous SEO efforts by another agency fell short, failing to improve search rankings or visibility. The client required a specialized approach that could drive meaningful search performance and ensure sustained visibility within a crowded industry.
Outdated Street View Imagery: Outdated imagery on Google Street View gave customers a less-than-ideal impression, showing an older view of their storefront and failing to capture the luxurious retail experience they offered. This outdated visual presence did not align with the client’s premium branding or attract the right clientele.
Advertising and Marketing Restrictions: Strict regulations on cannabis marketing posed significant challenges. Major platforms such as Google and Instagram prohibited paid advertisements for cannabis businesses, limiting the client’s ability to reach audiences through traditional online advertising methods and requiring innovative, compliant marketing solutions.
Limited Search Visibility: The dispensary’s online presence was further hindered by black-hat SEO tactics used by grey-market competitors, many of whom relied on fake addresses to manipulate search results. This left the client with reduced visibility and made it difficult to establish a legitimate presence amidst competitors using misleading strategies.
Richard was an expert with his knowledge about Google and SEO.
Nicole, Social Media Manager
Strategy
Addressing Market Saturation
To differentiate the client’s luxury dispensary from the crowded market, we focused on showcasing its unique value proposition: a high-end, legal retail experience with outstanding customer service. Through compelling content, both visual and written, we emphasized their luxurious in-store ambiance, carefully curated product selection, and customer-centric approach. We also highlighted authentic customer reviews to build trust and credibility, adding a Google 360 tour to give potential customers a preview of the premium experience awaiting them.
Local SEO Optimization
We conducted a detailed SEO audit to identify gaps in their local SEO strategy. By refining their keyword strategy, we enabled them to rank in specific, underserved categories within their neighborhoods, creating a stronghold in their immediate vicinity. Optimizing metadata, content, and consistency across all platforms allowed the dispensary to achieve higher visibility for targeted searches, making them the go-to option for consumers in their areas.
Updated Google 360 Tour
To modernize the dispensary’s online presence, we created an up-to-date Google 360 tour of the store’s exterior and interior. This refreshed view on Google Maps showcased the store’s premium design and inviting exterior, aligning their online image with the brand’s luxurious positioning. The 360 tour was also embedded on the website to improve user experience and drive in-store visits.
Creative Content Approach Amidst Advertising Restrictions
Given strict cannabis advertising restrictions, we devised a content strategy that emphasized education and value. Instead of direct sales content, we developed informative posts about cannabis knowledge, responsible usage, and product highlights. By leveraging allowed platforms and avoiding promotional language, we expanded the client’s reach while complying with platform guidelines. This strategy also helped establish the dispensary as a trusted resource within the community.
Google Business Profile and Competitive Tactics
To ensure strong visibility in local search, we fully optimized the client’s Google Business Profile, positioning them prominently against other dispensaries nearby. We addressed grey-market competitors by flagging illegitimate businesses and successfully removing many from search results, thereby reducing misleading information. By also deterring competitor keyword-stuffing tactics and enhancing the profile with high-quality images, we further solidified their standing as a premier choice among local dispensaries.
