The 5 SEO Tips for Cannabis Breeders
This is the one thing I think Cannabis Breeders should do: think of cannabis strains as if they are – basically – brand names. The process by which a brand becomes apparent to Google is not unlike the process by which it finds out other things, like the name of strains.
Here is the good news: there are definite and decisive moves you can make to up your brand search for your business; so, naturally, imitating that to better your strain searches is, by extension, definite, also.
What do you usually do to better your brand search, and how can it be used in bettering my strain search? Here’s a quick list of my answers. I got into detail below.
- Get links from industry directories/Get links from seed banks
- Use your strain name as your anchor text
- Don’t make your profile page a product page. It defers linking.
- Use social media to send traffick by telling them to “Google [your strain]”
- Blog about general topics but use strains as examples in your content
Get links from seed banks
If there is anything like directories for cannabis seeds, it’s seed banks – at least early on. Yes, there are strain directories, but that’s not where you start.
Anyway, in the early days of a website, webmasters – if you don’t know – often get directory links. There’s good and bad in that, of course. The key to directories is not links themselves – or, at least, not primarily. The point is what are called “relevancy signals.”
These connections constitute the earliest impressions Google has of your brand, and, if you get seed banks to link to you, you can build your relevancy signals in the same manners people do with directories.
Key Idea: the relevancy signals and link equity you get from your transactions with seed banks – when looking at it from an SEO perspective – far outweigh in value the money you will get from them (early on). As you’re introducing the world and Google to a strain, that’s about all cannabis breeders can do at this point.
That being said, progress should be measured with links, not purchases. Don’t feel defeated; just get as many links as you can early on.
Don’t use a product page as the profile page for your strain. It defers links.
This leads me to my next point: no one wants to link to your product pages if they are also selling your strain. Would you direct your customers to another place they can buy your wares – no less the person or business that invented the wares? No.
Provide a page that summarizes your strain, telling its stats, its taste profile, and its story, and make sure it’s not a product page. When you enter into a business situation with seed banks or other cannabis breeders, ask them to link to the profile page for your strain.
Use your strain names as anchor texts when linking to their profile pages
One major building block for building your strains’ presence on Google is backlinks with anchor texts that exactly match your strain’s name, pointing to your strain’s profile page. Count 1 backlink with anchor text, pointing to your strain’s page, as 1 unit. The more the better.
When you’re buying links for these pages, you can use the name of your strain without discrepancy – as, again, that is similar to how brands would be treated.
Use social media to send search traffic – THIS IS KEY!
Sending traffic and sending search traffic are not the same. Sending traffic involves you providing a link, other people clicking the link, and they go to the website. That’s good to do, but it’s not what I am instructing here.
Instead, tell people to use Google to find your items, whether they are strains or your brand. If they do, that’s a cue to Google that someone is looking for your thing – in this case, a strain. And, if you can continually do this – get people to Google for you strains – keyword research in the major SEO tools will yield metrics that will catch the eyes of cannabis industry SEOs.
When people realize there’s an opportunity in targeting your cannabis strain in terms of SEO, that will prompt them to work with you in some other dimensions. Seed banks, for example, might see the traffic volume your cannabis strain brings in per month, so they might opt to buy seeds and start their own campaign to rank for that traffic.
Blog for general keyword opportunities, but speak to your genetics or business
All the things we’ve discussed so far are concerns the bottom of the sales funnel. But what about the top? How do you get more people into the “awareness” stage from a state of being unaware?
That’s easy. It’s simply expanding the topics you talk about – or the keywords you target – in your content. Just because you don’t sell something pertaining to a topic doesn’t mean you can’t talk about it. Cannabis breeders are quite knowledgeable and respected, so your 2 cents might be well-received. Actually, that’s the time you probably provide the best value because you’re not invested in the outcome. It’s a chance to truly help.
Plus, it allows you to do remarketing using cookie-based targeting. So, yes, they might read and leave your page and have no intention of learning more about you, however, you get the chance to jump in front of them using an ad (…more to come on this to come.) by using Pixel-based targeting.
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