As the cannabis industry continues to grow, competition is fierce, especially during the highly anticipated 4/20 holiday. To stand out and attract customers, dispensaries need innovative marketing strategies and a strong online presence. In this post, we'll explore effective SEO strategies to help your dispensary win 4/20 searches and maximize revenue.

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Creating a Revenue Driving 4/20 Landing Page

The first step to winning 4/20 searches is to create a dedicated landing page. This page will serve as the central hub for all your 4/20 promotions, deals, and specials. 

Page Title

When naming this page, use a title that includes a variation of your target keyword AND stands out from other sites ranking ahead of you. For example, if your target keyword is “4/20 deals,” make sure to use that in your title! 

Here’s a sample title: Shop 4/20 Deals & Specials (FREE J’s) | Your Dispensary

What do you see?

• Matched user intent with specific verbs (ex. Shop, Buy, Order, etc.)
• Used target keywords (ex. 420 deals, 420 specials, etc.)
• Differentiated with call-out (ex. FREE J’s, FREE delivery, 20% off sitewide, etc.)

Page Description

Keep your description to 160 characters, and ideally less. Your description is not a ranking factor, so focus all your effort on converting a reader! Here’s an example:

“Shop the best 4/20 deals around [your area]. [Crazy deal 1]. [Crazy deal 2]. Come see us!”

URL Structure

To understand the importance of URL structure for your 4/20 deals page, let's compare it to Black Friday and examine what the biggest players do:

• amazon-com/blackfriday
• walmart-com/shop/𝗱𝗲𝗮𝗹𝘀/black-friday
• macys-com/𝗽/black-friday/
• target-com/𝗰/target-black-friday/-/N-5q0f2

Three key recommendations emerge from this analysis:

1. Use the exact target keyword: Incorporate the specific keyword, like "4/20," in your URL slug to stand out in search engine results pages (SERPs) and provide another opportunity to mention your target keywords.
2. Implement a folder structure: Organize your deals pages using folders. For instance, if you have a separate page for "7/10 deals," place it in the same subfolder as your 4/20 deals page. This approach streamlines your site structure and simplifies reporting on the performance of related pages.
3. Avoid referencing the year: Refrain from including the year in your URL or page title, as it necessitates annual updates. Instead, use the same page for your deals year after year and simply update the page title and content as needed. This practice prevents rebuilding pages each year, which could harm your search rankings.

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Design UX/Content with Shopping Intent in Mind

When designing your landing page, keep the user experience (UX) and shopping intent at the forefront. Focus on creating an engaging, easy-to-navigate page that highlights your deals and promotions. Here's a suggested layout:

Top of page: 

Start with a section giving context on the page’s content with written copy. This introduction helps users understand what the page offers and encourages them to explore further.

• Include your H1 ("Shop 4/20 Deals & Specials") as the main heading.

First few scrolls: Display shelves/collections containing links to product detail pages (PDPs), categories, and brands. This layout allows users to easily find and navigate to the products they're interested in.

• Add H2 headings such as "Best 4/20 Deals in [your area]" and "4/20 Sales, Specials, Promotions & Deals" to emphasize the focus on deals and promotions.

Bottom of page: Include written copy, as well as an FAQ section wrapping up the page content. This provides users with additional information and answers to common questions, further enhancing the overall UX.

• Use another H2 heading like "Come See Us on 4/20." 

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Other SEO Considerations

Expand Your Reach with local SEO

If you're looking to target 4/20-related searches across multiple locations, consider creating separate pages for each area. The intent and search queries remain almost identical from location to location, so the content and structure of each location page will be very similar. Here’s what needs to be different:

1. Page title: Modify the title to include the specific city and state, such as "Shop 4/20 Deals & Specials in [City, State] (FREE J’s) | Your Dispensary" or a similar variation.
2. URL: Customize the URL to include the city and state, like "yourdispensary.com/deals/420/city-state" or another equivalent format.
3. FAQs: Tailor the FAQ section to address area-specific questions, providing relevant information for local customers.

By optimizing your website for local SEO, you can effectively reach customers in your target areas and ensure they find your dispensary's 4/20 deals and promotions.

Link to Your 4/20 Landing Page from High-Traffic Pages

Boost the visibility of your landing pages by linking to them from high-traffic pages on your website. You can also consider adding the link to your website's header or footer for easy access.

Recycle and Refresh Your 4/20 Page Annually

Save time and resources by recycling the same 4/20 landing page each year. Simply update the page title, content, and promotions to keep it fresh and relevant. This approach not only simplifies the process but also aids in building page authority which can compound over time.

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Other 420 Advertising & Marketing Ideas

Promote your 4/20 landing page through various channels to drive traffic and increase visibility. Some 420 marketing ideas and advertising strategies include:

• Email marketing campaigns targeting your subscriber list
• Collaborations with influencers or industry partners
• In-store signage and promotions
• Social media promotion
• Paid advertising

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Rolling it up

Winning 4/20 searches and attracting more customers to your dispensary requires a combination of well-executed SEO strategies, innovative 420 marketing ideas, and an engaging user experience. Implementing these tips will set you on the path to success, but remember 4/20 is just one day of the year. To maintain your competitive edge, drive consistent results and win SERPs all year round, I'm here to support you!