CBD SEO Services

Problems Our CBD SEO Services Solve

“I want to grow my e-commerce revenue, but paid ads aren’t an option”

Many CBD companies come to us because they’re having trouble increasing their online sales, but can’t use paid ads due to restrictions that Meta and Google impose on CBD products. Increasing revenue for e-commerce CBD businesses requires an SEO strategy that focuses on ranking for lucrative search terms with transactional pages, rather than capturing any traffic you can get and hoping some of it will convert.

“I want to drive consistent foot traffic to my CBD store”

CBD store owners come to us struggling to find a way to get people into their brick-and-mortar location. They’ve tried social media, local events, and local media placements, but have had very little success breaking through the noise and making people aware that their store exists.

“I don’t have time to do SEO or fix the content on my site”

Many of our clients understand the value of SEO for their business and know the basics (or are willing to learn), but are too busy running a store, managing a team, and working on other marketing initiatives to give SEO the attention is needs to become a revenue-driving channel.

“I’m being outranked on Google by brands selling questionable products”

New clients have complained that they’re losing sales to companies selling shady products because they’re being outranked on key search terms. They’re providing superior CBD products, but they’re getting beaten because they haven’t invested in optimizing their site for search.

“I hired an agency, but they didn’t do anything”

Clients come to us after hiring agencies or freelancers in the past, but having to discontinue their engagements after seeing no business results from the SEO work. They need an agency partner that drives revenue, reports on their results, is transparent about what they’re doing, and understands the CBD and hemp industry.

The most common CBD SEO mistakes we see

These are the SEO mistakes we avoid and the problems we overcome when working with our clients.

Problem 1: Quantity at the expense of quality

SEO can take a while to work, so some brands try to expedite the process by publishing lots of pages very quickly. The most common form of this is publishing many blog posts, though we’ve seen it done with landing pages and category pages, too.

This isn’t a problem — unless it’s done at the expense of quality. In that case, you’re met with two problems:

  1. Short term, the traffic you get won’t convert as well as it could. Plus, sh*tty content could destroy trust with your potential customers forever. 
  2. Long term, your rankings, traffic, and conversions will erode. Over time, Google will learn that your content isn’t really that good – primarily through user signals (e.g. people don’t spend very long on your pages, and they frequently go back to Google to perform another search) – so they will reduce your rankings, oftentimes eventually taking your site to nothing. 

This is a real issue in the natural wellness space. I’ve seen multiple companies with 200+ articles lose 75% of their traffic (typically tens of thousands of monthly sessions) because those articles were decent, but not good enough. 

Churn-and-burn isn’t a way to build a company, so it’s no way to build an SEO strategy, either. Hence, quality is crucial. 

Problem 2: Ignoring content

Some CBD brands do basic SEO, and they even optimize their transactional pages — but they stop there. They treat their blog as a dumping ground for announcements and short content written for sharing social media, instead of investing time and effort into consistently publishing high-quality, search-optimized content. 

This creates five problems:

  1. They’re unable to rank for and capture traffic from lots of buying-intent keywords, because many of these queries (e.g. best CBD products for [issue here]) are better served by blog posts than landing pages or other post types.
  2. By neglecting to create high-quality content, they fail to build topical authority. Topical authority – which is earned by publishing lots of high-quality content on a topic – makes it easier to rank for any keyword related to that topic, especially the valuable “money” keywords.
  3. By neglecting the creation of informational content, they’re leaving tons of email signups on the table from users who aren’t quite ready to buy, but might in the future (if you’ve done email marketing to non-purchasers, you know how important it is).
  4. Even if they don’t need blog posts to rank for all the relevant buying-intent keywords, growth from SEO plateaus once they’re getting all the buying-intent traffic there is to get.
  5. It means they’re competing for the same search terms as everyone else in their industry who is doing SEO. A bad strategy if your competitors suddenly decide to invest more in SEO.

Blogging needs to be part of your CBD SEO strategy

Problem 3: Starting with keyword research instead of customers

Many brands (or their agencies) base the keywords they target completely on what an SEO tool says about the search volume and levels of competition, rather than on what they know their customers are interested in. The result? They waste a lot of time and money ranking for keywords that produce mediocre revenue returns. 

Keyword research has its place, but we recommend starting with customers instead. Figure out what topics they’re interested in, then use keyword research tools to validate these topics. The result? Easier rankings and higher conversion rates.

This isn’t just a marketing platitude; it actually does work. If getting 1,000 clicks per month from keywords that are only supposed to get 200 searches a month sounds good to you, this strategy is what you’re looking for. 

How we solve these problems: our approach to CBD SEO services

Our CBD SEO services focus on three main pillars (see the next section for the step-by-step process we use for each client). 

Conversion-focused strategy

We choose keywords (or rather, topics) to target based on buying intent. Not volume, not difficulty (though these do matter), intent to buy a product or engage a service like the one your business provides:

For eCommerce brands, this means focusing on ranking your product category and product pages for their corresponding keywords.

This ensures that SEO is a revenue-driving channel, not just one that drives “website traffic” but drives no business growth. 

High-quality, compliant, user-first content

First and foremost, every page we build or optimize is designed to provide a great user experience. Typically, this entails providing a prospective buyer with information they are looking for while also delivering a visually appealing experience.

We build for users, then optimize for SEO. Not the other way around. Every page we publish is also edited for compliance (typically to ensure we’re not making medical claims). 

We don’t just use the word “content” to refer to blog posts, although we do produce a lot of them. Content means any page that we build or contribute to:

  • Blog posts
  • Category pages
  • Product pages
  • Landing pages
  • Your home page

Conversion-focused reporting

Just as our strategy focuses on conversions, so too does our reporting. We hold ourselves accountable to, and measure the success of our work by, the amount of organic search revenue growth we deliver for your business. 

Because if we’re not driving revenue, what’s the point of hiring us?

Our CBD SEO process

While the strategy we use for every CBD company is unique, all of our engagements follow a 5-step process that allows us to drive as much revenue for your brand, as fast as possible. 

1. Customer research & SEO strategy

Every engagement starts with deep research into who your best customer is and what their pain points are. This information allows us to build an SEO strategy that helps your best customers find you. It also informs the way we build shopping and content experiences. The goal: give users what they want, and in so doing, win them as customers.

2. Quick wins & initial page building and optimization

When it’s time to get to work, the first thing we focus on is quick wins: driving more traffic with the pages you already have. We test title tags to improve clickthrough rates on existing rankings in the search engine results pages, and we improve internal linking to achieve easy ranking gains. 

With tests running and small optimizations in place, we turn to the pages most important to your CBD brand: your product category and product pages. We optimize the pages you already have, and then we build additional category pages to rank for more keywords. This is how you drive more revenue from the same number of products.

3. Ongoing page building and optimization

With the money pages optimized, it’s time to begin reaching out-of-market audiences with people-first, SEO-optimized blog content.  

We interview subject matter experts within your company to create highly useful, highly relevant articles that target queries throughout the funnel and win you customers that your competitors don’t know exist. 

Already have content? We’ll rework it before creating anything new to drive quick wins and maximize your ROI.

We’ll also continue to build and optimize your money pages depending on whether we’ve identified additional opportunities. 

4. Conversion-focused reporting

We won’t report every piece of data available to us, because that’s probably not what you care about. Instead, we’ll only report on the stuff you care about: organic revenue, email signups, and organic traffic. In that order.

5. Repeat

We’ll continue to develop and publish new pages while continuously maintaining and improving upon your previously-published pages.

The ongoing parts of our work include:

  • Building a new SEO strategy every quarter; planning quarterly allows us to pivot your growth according to the timeline on which SEO plays out
  • Publishing content each month (either 4, 6, or 8 articles, depending on our engagement)
  • Building new category pages each month, if applicable
  • Running title-tag and featured snippet tests every three months
  • Monthly reporting

Like investing, SEO is about staying in the game for as long as possible; we help you maximize returns and minimize losses over time. 

FAQs About Our CBD SEO Services

Here’s what you need to know about working with us. 

What metrics do you report on?

We report on – and hold ourselves accountable to generating – revenue (or a proxy, like leads or calls) and organic traffic. Depending on your business, we may also report on email signups and additional metrics that we mutually agree are valuable indicators of growth. 

How long does it take to see an ROI?

Our clients typically see payback in 3-4 months (i.e. we’re making as much for your business as you’re paying us) and a 4-5x ROI in 6-8 months. 

If your brand has significant amounts of existing SEO traction or organic traffic, your payback period may happen in just 2-3 months. Likewise, new brands with very little SEO traction may need to wait longer to see an ROI. 

Do you require a long-term contract?

No. We work on retainer with a monthly rolling contract. However, we recommend you work with us for at least 6 months in order to begin seeing significant business impact from our efforts.

How soon do you get to work?

We send onboarding materials over to you as soon as you sign our contract and pay our first invoice.

We aim to begin shipping high-impact work for your business no later than the second week after you sign our contract and pay our first invoice. 

Do you understand industry compliance?

Yes. We’re an agency built specifically for the cannabis and CBD space, and we understand the FDA restrictions that apply to advertising these types of products. We use checklists and a thorough editing process to ensure that every page we put on your site complies with these rules.

How can I be sure that the content you write for my site is high-quality?

In addition to the obvious (editing), we use three tactics to ensure our output is high-quality. 

First, during onboarding, you’ll fill out a content style guide so we have an in-depth understanding of your brand voice, tone, values, and more. This style guide will be continuously updated based on your feedback. 

Second, we interview you or one of your employees for every blog post we write so that we’re able to include accurate, interesting, and on-brand insights, rather than copying the articles that are already ranking.

Third, each piece of content is written by someone with existing CBD, cannabis, or natural wellness expertise. 

Fourth, we offer you the amount of latitude you wish in terms of content reviewing. Most of our clients don’t feel the need to review each piece of content we review, but you may review and provide feedback on each article before it goes live – if you want. We use your feedback to update our style guides and inform the way we conduct our interviews to ensure continuous improvement.

Do you use AI to write content?

No. We use AI (ChatGPT-4) for data analysis, brainstorming, and other similar tasks, but we do not use AI to write copy or content for your brand.

What do I have to do?

We ask for two things from our clients on an ongoing basis: attendance at a monthly reporting and strategy meeting (~30 minutes) and the provision of a subject-matter-expert (you or an employee) on a monthly basis that we can interview to develop content for your site. 

What level of customer support do you offer to me and my business?

You will have access to our team five days a week by email and by a personal Slack channel that we will set up for you. 

We respond to all communication in one business day at a maximum, barring team members being out of town and away from their devices (which you will be notified in advance of).

Our founder, Wells, is also typically reachable seven days a week. However, he can only guarantee a response Monday through Friday.

Let’s grow your CBD brand with SEO.