Cannabis SEO has evolved beyond keywords and backlinks. Today, generative engine optimization (GEO) and AI search engines are reshaping how cannabis brands build their online presence.

The cannabis industry already faces unique marketing challenges with advertising restrictions and legal complexities. But now, cannabis businesses have to navigate an AI-powered search that pulls content from multiple platforms and delivers answers directly—often without generating a click to your site.

This is a massive shift for online content, and understanding these changes is essential for any dispensary or CBD brand that wants to drive traffic and build long-term visibility in this competitive market.

Key Takeaways

• AI search engines need proper website access to cite your cannabis-related content
• Technical SEO forms the foundation before any content marketing strategy
• Clicks matter less as AI summarizes content without users visiting your site
• Content must be structured for both human user experience and AI comprehension
• EEAT signals determine which cannabis brands AI considers authoritative
• GEO marketing requires presence across multiple platforms beyond Google
• AI tools enhance but shouldn't replace human expertise in cannabis marketing
• Partner with specialized agencies like Herb.agency to navigate evolving best practices

7. Make Sure Your Website Is AI-Search Ready

Your dispensary website might rank top on Google but remain invisible to ChatGPT, Perplexity, and other AI search engines if they can't crawl your pages. Many cannabis businesses unknowingly block AI crawlers through outdated plugins or overly restrictive robots.txt files, which greatly limits their potential reach in this new search landscape.

Check if AI can access your website through Google Analytics 4. Navigate to Reports > Acquisition > Traffic Acquisition and change the primary dimension to "Session source / medium." Look for AI sources like:

• chatgpt.com/referral
• perplexity.ai/referral
• copilot.microsoft.com/referral

No AI traffic? Your site likely has robots.txt restrictions, CAPTCHA challenges, or missing sitemap configurations preventing access. Fix these technical barriers to ensure AI can discover and cite your content.

6. Fix Technical SEO Before Anything Else

What is technical SEO? It's the behind-the-scenes optimization that helps search engines understand and rank your website, like page speed, mobile responsiveness, and properly structured code. For cannabis digital marketing success, technical SEO creates the foundation that everything else, including your content, builds upon.

Cannabis brands often focus on content and keywords while ignoring slow-loading pages that frustrate users and tank rankings. Your marketing strategy means nothing if customers leave because your dispensary menu takes 10 seconds to load. Prioritize:

• Mobile-first design (most cannabis searches happen on phones)
• Proper schema markup for products and services
• Fast page load times (under 3 seconds)
• Secure HTTPS protocol
• Clean URL structure

These fixes will improve the user experience while also signaling to both traditional and AI search engines that your brand delivers quality online experiences.

5. Accept That Clicks Matter Less in the Age of AI

AI and SEO have totally changed how we measure success.

According to SparkToro, 58.5% of Google searches don't result in website clicks—users get answers directly from search results. Now that AI chatbots are summarizing your content without generating traditional traffic, click-through rates are becoming increasingly unreliable as a metric.

When ChatGPT accesses your marijuana business content to answer user queries, it doesn't register as a conventional visit. Those chatgpt.com/referral entries in analytics represent only users who clicked links ChatGPT provided—not the potentially thousands who received information about your products without visiting.

Focus instead on:

• Brand mentions across search, AI platforms, and social media
• Content citations in AI-generated responses
• Keyword rankings, since strong rankings signal authority and increase chances of being cited by AI
• Customer acquisition from multiple channels, not just organic clicks

4. Create Content That AI Can Summarize Accurately

AI tools for digital marketing work best with clear, structured, answer-focused writing that both humans and machines can scan easily. Your cannabis content needs formatting with:

• Clear headers organizing related information
• Bullet points highlighting key data
• Direct answers to common questions
• Factual, citation-worthy statements
• Consistent terminology and definitions

Avoid keyword stuffing or complex language that can confuse how AI interprets your content. Structure your content like a reference guide—because that's exactly how AI uses it.

3. Strengthen Your EEAT Signal

EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) determines which sources AI considers credible. For cannabis businesses operating in a heavily regulated industry, strong EEAT signals are non-negotiable.

Build EEAT through:

• Experience/Expertise: Author profiles highlighting credentials, especially for medical cannabis content
• Authoritativeness: Earn backlinks from reputable industry publications and organizations
• Trustworthiness: Maintain HTTPS security, cite scientific sources, display licenses

AI search engines are looking for content from verified experts. A CBD health article needs a qualified healthcare professional's byline—not anonymous marketing copy.

2. Build a Multi-Platform Presence for GEO Marketing

What is generative engine optimization (GEO)? It's the practice of structuring and creating context so it can be discovered, cited, and recommended by AI systems when users ask questions. GEO marketing, a new term in the SEO and digital marketing space, extends beyond traditional SEO by optimizing content across every platform where AI pulls information. While search engine optimization remains important, GEO-targeted marketing recognizes that AI pulls content from:

• Wikipedia for foundational information
• Reddit for user experiences and reviews
• YouTube for visual demonstrations
• Industry forums for expert discussions

Cannabis brands need a strategic presence across these platforms. Ideally, your dispensary should appear in Reddit discussions, YouTube reviews, and industry directories. This multi-platform approach ensures AI encounters your brand regardless of its source preferences.

GEO digital marketing acts as an amplifier to SEO, extending your reach across AI-driven platforms. Strong website SEO provides the authoritative foundation while platform-specific content captures diverse AI queries.

1. Use AI Tools Without Losing the Human Touch

AI in digital marketing streamlines tedious tasks: keyword research, competitor analysis, performance tracking, and more. Tools like SEMrush use AI to identify content opportunities and optimize existing pages. But cannabis marketing takes human judgment for compliance-sensitive content and an authentic brand voice.

• Automate: Data collection, keyword research, technical audits, email scheduling
• Keep Human: Brand storytelling, compliance review, customer relationships, creative strategy

AI-generated content without human refinement often appears generic. It fails to build genuine connections with your target audience. Use AI as your assistant, not your replacement.

Bonus Tip: Partner With an SEO Agency to Stay Ahead

Navigating cannabis SEO while adapting to AI search can be incredibly tedious. Partnering with specialized agencies like Herb.agency provides expertise in both traditional optimization and emerging GEO strategies to help cannabis brands stay ahead of algorithm changes and industry regulations.

FAQs: Cannabis SEO and Marketing

Is SEO still relevant with AI? Is AI completely replacing SEO for cannabis brands?

SEO remains crucial. It's evolving, not disappearing. AI search engines still rely on well-optimized content to understand and cite information. Successful cannabis marketing combines traditional SEO foundations with GEO strategies. Agencies like Herb.agency help navigate this hybrid approach to ensure visibility across both traditional and AI-powered search.

How can LLMs like ChatGPT help with cannabis SEO and marketing?

LLMs help with keyword research, content ideation, competitor analysis, and initial draft creation. They can identify trending topics, analyze search intent, and suggest content improvements while maintaining compliance with cannabis advertising regulations.

Which AI is the best at SEO?

Different AI tools do well at specific tasks. ChatGPT handles content creation, Claude does analysis, while specialized tools like Surfer AI and Jasper focus on content writing and SEO optimization. The best approach? Combining these tools based on your content's specific needs.

Why Herb.agency Is Your Trusted Cannabis Marketing Partner

Herb.agency is the marketing extension of Herb.co, the world's leading cannabis information network. With years of experience educating millions of readers, we bring the same authority and expertise to cannabis SEO and digital marketing.

We understand the unique challenges that cannabis brands face in the industry—advertising restrictions, compliance headaches, and now the rise of AI-powered search. Our team combines deep industry knowledge with proven SEO strategies to help your dispensary or brand grow. Trust our experience to help your brand thrive in the AI-powered future of search.

Start now and book a call with our team today.